“True to the motto 'Data has a better idea', at The Latest we rely on sensalytics to provide baseline KPIs for both operational and strategic decision-making. Our customers also benefit from the data to constantly improve.“
Dhi Matiole Nunes
In the fall of 2020, the Munich-based agency Avantgarde opened The Latest on Berlin's Kurfürstendamm, the store of tomorrow: curated products from startups, young and established brands from the fields of technology and design, fashion and lifestyle, as well as indulgence and health are presented on 260 square meters.
The Latest offers space for around 100 new products. The presentation areas are rented by the brands on a monthly basis and interested customers can try out and test the products on site. The Latest thus enables suppliers to present their products in stationary retail without entering into a long-term commitment and without major financial outlay.
The Latest is rethinking the entire concept of brick-and-mortar retail. This includes making what happens on the floor measurable and analyzable: All visitors to the store are to be counted as they enter and the walking paths across the entire sales floor are to be constantly tracked. For the individual products in the store, this tracking data will be used to determine how many customers spent how long with which product. It should also be determined whether the customers are men or women.
This mass of collected data is to be meaningfully analyzable via clear key figures in order to provide the operator and the brands with valuable insights into the customers in the store and their behavior. The aim is to make the performance of the entire store and the basic concept of The Latest, as well as that of the individual products and brands, measurable and analyzable.
The basis of the measurable key figures is area-wide tracking with 3D sensors, which are inconspicuously mounted on the ceiling. These sensors are connected together and thus cover the entire 260 square meters. For each person moving in this area, the sensors constantly determine the position in the room and transmit this to the sensalytics cloud.
The entire store layout of The Latest is virtually divided into zones that map the individual product presentation areas. This determines how long a person spends in which zone, i.e. at which product, and how this person moves through the store.
“From the first contact to the launch: We always felt competently advised and well informed by sensalytics. The Latest will also rely on sensalytics again for future stores.“
All movement data is transmitted in real time to the sensalytics cloud, where it is processed and prepared. Continuous loading processes transform this mass data into analyzable data. This data is available for analysis in a simple cockpit and provides information at a glance on which zones or products are visited frequently and which are rarely, and how long customers spend with a product on average. The display formats are diverse and range from a sorted table to diagrams and animated heat maps with the data over the course of the day.
In addition to the quick overview provided by the cockpit, the data can also be conveniently accessed via API and integrated into the company's own existing BI systems. This means that the newly acquired KPIs can be combined with sales data, for example, to obtain a 360° view.
“We were on the same page right from the start and immediately realized that in sensalytics we have a partner who shares our vision of the future of retail.“